The Evaluation Essay
The purpose of an evaluation essay is to demonstrate the overall quality (or lack thereof) of a particular product, business, place, service or program. While any evaluation involves injecting some form of opinion, if an evaluation is done properly it should not come across as opinionated. Instead, the evaluation should seem reasoned and unbiased.
The key to making this happen, and therefore the key to a good investigative essay, is establishing clear and fair criteria, judgments and evidence.
Criteria (the plural of criterion) means establishing what the ideal for the product, place or service should be. It means demonstrating what one should expect as the ideal outcome, Having clear criteria keeps an evaluation from seeming like an opinion. For example, if you are evaluating a restaurant, you want to establish the criteria (quality of food, service, price, cleanliness, etc.) that any good restaurant will adhere to; this criteria can then be applied to the specific restaurant you are evaluating.
The judgment is the establishment of whether or not the criterion is met. In other words, the judgment is what actually is. Using the example from above, if the first criterion for evaluating a restaurant is the quality of the food, the judgment states whether or not the particular restaurant offers food that meets or exceeds this stated quality.
The evidence is the details offered to support the judgment. If your judgment is that a particular restaurant does not consistently offer quality food, you need to support this with a variety of evidence to show how the judgment was reached.
Generally, each body paragraph of an evaluation essay is going to focus on one specific criterion, which should be fully explained, followed by the judgment and a variety of evidence offered as support. Because of this, it is important that any evaluation contains several different criteria, judgments and evidence.
An overall thesis should also be offered. For an evaluation essay, this thesis is the overall evaluation of whatever is being evaluated. Once again, if the criteria, judgments and evidence are clear, the overall thesis should be, as well. For example, if the restaurant meets most of the criteria laid out in the essay, the overall evaluation should be mostly positive, whereas if the most of the criteria is not met, the evaluation will be mostly negative.
When selecting a topic for an evaluation essay, it is important to focus on a specific business, service, product or policy. In other words, evaluate a specific class (English 121 at Aims) rather than evaluating a range of similar classes (all Aims' writing classes). Writing about a topic that you know about is also helpful. That makes it easier to establish the appropriate criteria, judgments and evidence.
The purpose of an evaluation essay is to present an opinion or viewpoint on a subject or body of work. It should firstly provide a summary of the article in question, then using a thorough, well structured argument the writer presents a point-of-view supported with examples and evidence. By nature this essay bears many similarities to the persuasive essay, only is designed to display a more balanced argument
The first step in writing an evaluation essay is to provide a judgment asserted through a clear thesis. A good thesis statement determines exactly the focus of your essay and aids the reader in understanding what the essay is all about. Furthermore, it presents the point-of-view you are taking and hereafter each paragraph should work towards asserting this point-of-view to the reader. Consider the examples below, it is obvious which one provides the clearest definition of what the essay is about, and the argument it will present:
A: Abbey Road is an album by the Beatles.
B: Through the balance of classic song writing, experimentalism and the harnessing of musical technology, The Beatles created the masterpiece that is Abbey Road.
It is clear that B is the most successful in summarizing the subject matter evaluated in the essay, whilst also displaying the writer’s opinion and the stance the essay will take throughout the main body.
Writing an evaluation essay
For your evaluation essay to be successful in putting your point across you need a convincing argument. It is important to thoroughly research the subject matter or have comprehensively read and digested the body of work in question. For your essay to sound convincing it is essential that you know what you are clear and confident in the subject matter you are covering.
If the evaluation essay is to be successful you must back up your viewpoints using evidence. For example, if you are evaluating the faults of a text you must back up your observations with facts and quote from the source material to verify your statements. To further demonstrate your point you may also wish to compare your subject matter to a separate body of work to compare or contrast where its strengths and weaknesses lie.
An evaluation essay should show impartiality and therefore present a balanced argument. If a writer appears biased towards a subject then the argument is ultimately less convincing. As a result the essay will fail to persuade or convince the reader to agree with the ideas or views the writer is working to establish.
The evaluation essay will require a conclusion which summarizes the points made during the main body. It is important that your argument has been logically structured throughout; that each point made leads fluently on to the next and seamlessly through to the conclusion.
You should provide concrete and secure closure to your argument by ultimately leaving the reader absolutely convinced by your evaluation and each point should have in turn worked towards proving the viewpoints of your thesis justified and correct, through a fair and unbiased analysis.
Gender differences and biases have been a part of the normal lives of humans ever since anyone can remember. Anthropological evidence has revealed that even the humans and the hominids of ancient times had separate roles for men and women in their societies, and this relates tot the concepts of epistemology. There were certain things that women were forbidden to do and similarly men could not partake in some of the activities that were traditionally reserved for women. This has given birth to the gender role stereotypes that we find today. These differences have been passed on to our current times; although many differences occur now that have caused a lot of debate amongst the people as to their appropriateness and have made it possible for us to have a stereotyping threat by which we sometimes assign certain qualities to certain people without thinking. For example, many men are blamed for undermining women and stereotyping them for traditional roles, and this could be said to be the same for men; men are also stereotyped in many of their roles. This leads to social constructionism since the reality is not always depicted by what we see by our eyes. These ideas have also carried on in the world of advertising and the differences shown between the males and the females are apparent in many advertisements we see today. This can have some serious impacts on the society as people begin to stereotype the gender roles in reality.
There has been a lot of attention given to the portrayal of gender in advertising by both practitioners as well as academics and much of this has been done regarding the portrayal of women in advertising (Ferguson, Kreshel, & Tinkham 40-51; Bellizzi & Milner 71-79). This has led many to believe that most of the advertisements and their contents are sexist in nature. It has been noted by viewing various ads that women are shown as being more concerned about their beauty and figure rather than being shown as authority figures in the ads; they are usually shown as the product users. Also, there is a tendency in many countries, including the United States, to portray women as being subordinate to men, as alluring sex objects, or as decorative objects. This is not right as it portrays women as the weaker sex, being only good as objects.
At the same time, many of the ads do not show gender biases in the pictures or the graphics, but some bias does turn up in the language of the ad. “Within language, bias is more evident in songs and dialogue than in formal speech or when popular culture is involved. For example, bias sneaks in through the use of idiomatic expressions (man's best friend) and when the language refer to characters that depict traditional sex roles. One's normative interpretation of these results depends on one's ideological perspective and tolerance for the pace of change. It is encouraging that the limited study of language in advertising indicates that the use of gender-neutrality is commonplace. Advertisers can still reduce the stereotyping in ad pictures, and increase the amount of female speech relative to male speech, even though progress is evidenced. To the extent that advertisers prefer to speak to people in their own language, the bias present in popular culture will likely continue to be reflected in advertisements” (Artz et al 20).
Advertisements are greatly responsible for eliciting such views for the people of our society. The children also see these pictures and they are also the ones who create stereotypes in their minds about the different roles of men and women. All these facts combine to give result to the different public opinion that becomes fact for many of the members of the society. Their opinion and views are based more on the interpretation they conclude from the images that are projected in the media than by their observations of the males and females in real life. This continues in a vicious circle as the media tries to pick up and project what the society thinks and the people in the society make their opinions based upon the images shown by the media. People, therefore, should not base too much importance about how the media is trying to portray the members of the society; rather they should base their opinions on their own observation of how people interact together in the real world.
Artz, N., Munger, J., and Purdy, W., “Gender Issues in Advertising Language”, Women and Language, 22, (2), 1999.
Bellizzi, J. A., & Milner, L. “Gender positioning of a traditionally male-dominant product”, Journal of Advertising Research, 31(3), 1991.
Ferguson, J. H., Kreshel, P. J., & Tinkham, S. F. “In the pages of Ms.: Sex role portrayals of women in advertising”, Journal of Advertising, 19 (1), 1990.